Managing Personal Communications

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Managing Personal Communications
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Direct Marketing
Use of consumer-direct channels to reach and
deliver goods and services to customers without
using market middlemen.
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Direct Marketing Channels
Catalogs
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
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Public Issues in Direct Marketing
Irritation--timing
Unfairness-impulsive or less sophisticated buyers
Deception/fraud-mislead buyers
Invasion of privacy- names included on several
databases
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RFM Formula for Selecting Prospects
Recencylast order
Frequencynumber of times purchased
Monetary value--money spent since becoming a
customer
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Elements of the Offer Strategy

• Product
• Offer
• Medium
• Distribution method
• Creative strategy

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Components of the Mailing

• Outside envelope
• Illustration (color)
• Sales letter
• Personal, quality paper, bold type
• Circular
• colorful
• Reply form
• Toll-free number, website
• Reply envelope
• Postage-free

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Types of Telemarketing

• Telesales
• Taking orders from catalogs or ads and outbound
  calls
• Telecoverage
• Call customers to maintain and nurture key
  account relationships and neglected accounts
• Teleprospecting
• Generating and qualifying new leads for closure
  by another sales channel
• Customer service and technical support
• Answering service and technical questions

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Other Media for Direct Response

• Television
• Direct Response Advertising
• Infomercials
• At-home shopping channels
• TV channels dedicated to selling goods
• Videotext
• Consumers TV set linked with sellers catalog by
  cable or telephone line
• Kiosks
• Small building or structure to sell or provide
  information

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Designing an Attractive Web Site

• Context--Layout design
• Content--Text, picture, sound, video
• Community--user-to-user communication
• Customizationtailor to user or allow
  personalization
• Communicationenables site-to-user, user-to-site,
  or two-way communication
• Connectionability to link to other sites
• Commerceability to enable commercial transactions

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Ease of Use and Attractiveness

• Ease of Use
• Downloads quickly
• First page is easy to understand
• Easy to navigate
• Attractiveness
• Clean looking
• Not overly crammed with content
• Readable fonts
• Good use of color and sound

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Increasing Visits and Site Stickiness

• Deep information with links
• Changing news of interest
• Changing offers
• Contests and sweepstakes
• Humor and jokes
• Games

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Online Ads

• Banner ads--small, rectangular boxes containing
  text and maybe a picture
• Microsites--limited area on webinsurance on an
  used car website
• Sponsorships--pays for showing content and is
  acknowledged
• Interstitials--ads that pop-up between changes on
  website
• Search-related ads--search terms--cost per click
• Content-targeted advertising-- links ad to
  content of webpage
• Alliances--advertising each other on their
  respective website
• Affiliate programs--post ads on affiliate websites

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iTunes Affiliate Program
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e-Marketing Guidelines

• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get via
  direct mail
• Make it easy for customers to unsubscribe

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The Importance and Role of Personal Selling
Requires strategy decisions
Helping to buy is good selling
Personal Selling Is Important
Salespeople represent whole company
Sales force provides market information
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What Kinds of Personal Selling Are Needed?
Order-Taking
Order-Taking
Order-Getting
Order-Getting
Basic Sales Tasks
Supporting
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Order Getters Develop New Business Relationships
Order Getters and Order-Getting
Producers Order Getters Find New Opportunities
Wholesalers Order Getters Work Closely with
Retailers
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Order Takers Nurture Relationships to Keep the
Business Coming
Order Takers and Order-Taking
Producers Order Takers Train, Explain
Collaborate
Wholesalers Order Takers Dont Get Orders But
Keep Them
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Supporting Sales Force Informs and Promotes in
the Channel
Technical Specialists
Missionary Salespeople (good will and educate)
SupportingSalesTasks
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Customer Service Promotes the Next Purchase
Solves problems after a purchase
Technical Specialists
What is Customer Service?
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The Right Structure Helps Assign Responsibility
Different Markets, Different Tasks
Major Accounts Sales Force
Team Selling
Telemarketing
Sales Territories
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Compensating and Motivating Salespeople
Straight Commission
Straight Salary
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Flexibility vs. Simplicity
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Key Steps in the Personal Selling Process